今天分享的是：2025年卫生巾品类知行数据观察报告 报告共计：30页 卫生巾市场步入新阶段：健康需求升级与渠道格局重塑 近日发布的行业报告揭示了卫生巾市场正在经历深刻的结构性变化。消费者核心诉求从基础吸收转向健康养护，线上销售渠道呈现"淘退抖进"的鲜明对比， 国货品牌借力新平台快速崛起，市场高端化趋势与大众性价比需求并存，行业竞争进入以质取胜与精准营销的新赛道。 消费需求迈向"健康养护"时代 市场调研显示，当前消费者对卫生巾的功效关注已超越传统的吸收防漏。透气、抗菌抑菌与吸水虽仍居功效占比前列，但吸水需求同比显著下滑，预示着基 础功能趋于饱和。与此同时，去除异味、杀菌除菌、止痒等健康护理类功效增速迅猛，增幅均超25%，其中去除异味需求增长高达63%。叠加弱酸性、除垢 等概念的正向增长，清晰勾勒出消费者需求升级的路径：从满足基本经期吸收，转向关注私处微生态平衡、舒适体验与长期健康养护。这一转变为产品创新 与市场细分指明了方向。 市场增长逻辑转向"价升驱动" 中国女性卫生用品市场已从早期的渗透率提升带来的"量增驱动"，过渡到如今的"价升驱动"阶段。随着城镇市场渗透率接近天花板，农村市场渗透速度放 缓，整体市场规模 ...

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - Consumer demand is evolving from "basic absorption" to "healthcare," with a significant increase in demand for breathable and antibacterial features, showing growth rates of +63% and +39% respectively [5][6] - The market is transitioning from a "volume-driven" model to a "price-driven" high-end phase, with the mass market (31-50 yuan per cycle) serving as the baseline, while the high-end trend is pushing up unit prices [5][6] - The channel landscape is undergoing dramatic changes, with Douyin's sales increasing over 170% in three years, capturing a market share of 51% by 2025, surpassing Taobao [6] - Category opportunities are diverging, with Taobao seeing only the sleep pants category growing at +4.0%, while Douyin experiences explosive growth in niche categories like panty liners (+354.8%) and day-use pants (+694.0%) [6] - Brand competition is stratified, with international brands dominating Taobao but showing weak growth, while domestic brands on Douyin are thriving, with niche brands like Duo Wei achieving a staggering growth rate of +8307.7% [6] Summary by Sections Research Background Assessment - The report is conducted by Zhixing Consulting, which specializes in scientific marketing and big data analysis, providing strategic consulting in the consumer goods research field [3] - Data sources include the Zhixing database, covering sales data from Taobao/Tmall and Douyin, with a focus on the online market in mainland China [3] - The core data period is from January to December 2025, with some trend comparisons extending to 2023-2025 [3] Scope and Boundaries Confirmation - The report covers various feminine hygiene products, including sanitary napkins, sleep pants, panty liners, and more, focusing on the online market in mainland China [4] - The target demographic is Chinese female consumers, particularly those who prefer online shopping [4] Key Data Capture and Presentation - Key data points include that breathable features account for 22% of consumer demand, and Douyin's sales in feminine hygiene products are projected to reach 6.051 billion yuan in 2025, with a growth rate of 35.4% [8][9] - Douyin's panty liner category is expected to grow by 354.8%, while the brand Duo Wei has an astonishing growth rate of 8307.7% [8]